MyWebGrocer, a leading provider of digital solutions to the grocery and CPG industry, has launched a new mCommerce app, bringing mobile grocery shopping to consumers nationwide. This builds upon MWG’s existing app technology, letting customers complete an entire grocery order from their mobile phone. Capabilities include searching the weekly circular, placing an order and selecting a time for delivery or pick up. With this app, any retailer can offer the convenience of online shopping from a mobile device, and the app is customizable to highlight a retailer’s specific offerings.

MWG’s first retail client began using the mobile commerce solution in January. The new mCommerce app will be available for iPad tablet users, in addition to traditional Android phones and Apple iOS platforms.

Campbell Soup Co. is the exclusive mobile advertising launch partner for the mCommerce app. This is an extension of Campbell’s four-year relationship with MWG and another indication of the company’s commitment to digital consumers and its strong understanding of all aspects of a multi-channel path to purchase. Campbell will be advertising a number of products on the mCommerce app, including Campbell’s Skillet Sauces, Campbell’s Go soups and V8 V-Fusion beverages. In addition, Campbell’s Kitchen will be featured, an online resource that provides recipes, tips and inspiration to help keep things fresh in the kitchen.

With the new mCommerce app, shoppers can scan barcodes at home straight from the kitchen or pantry and start building their next grocery order. The app is synchronized to their particular retail store with updated in stock information, specific to the consumers’ preferred store location. Shoppers can build a cart directly from a mobile device or desktop computer and the cart follows the consumer from computer to phone.

Tools in the existing app include creating and editing a shopping list, clipping digital coupons, browsing and adding recipe ingredients to a list and store locator maps. Shoppers also will be able to take advantage of the following new features of the mCommerce app:

• Research nutritional information on many products.

• Filter by brand or price, in addition to predictive search capabilities.

• Look at past purchases to easily duplicate previous cart orders.

• Manage and review orders, both past and current, from one location.

• Specify pick up or delivery preferences.

“Our new mCommerce app makes it even easier for today’s busy shopper to complete all of their grocery related activities from their mobile phone,” said Rich Tarrant, CEO of MyWebGrocer. “Mobile is growing at such a fast pace and consumer adoption continues to climb, with 75 percent of the population currently owning a cell phone. We’ve built this app to handle everything a shopper may need to do and we are thrilled to have Campbell’s as the first partner in this mCommerce launch.”

“The expectations of today’s digitally savvy consumers are evolving quickly, and to keep pace you have to understand how the consumer engages with mobile,” said Tim Hassett, SVP of sales for Campbell Soup Co. “Campbell is creating a larger presence in the mobile arena and we are excited to be a part of MyWebGrocer’s mCommerce app. It is the ideal platform for showcasing our wonderful brands, while providing meal solutions for shoppers and delivering value to retailers by making the shopping experience easier.”